MY ROLE: LEAD UX DESIGNER & END-TO-END RESEARCHER

CHALLENGE

Allow customers to reserve products online and pick them up in an adidas/Reebok store

INSIGHTS

BEST PRACTICE RESEARCH

Objective: What are the key features for Click & Collect (C&C) from other eCommerce websites?

10 Websites Viewed: Apple, Bol.com, Crate and Barrel, The North Face, Nordstroms, REI, Walmart, Pier 1 Imports, The Home Depot, Argos

 

Key features

PROCESS

STEP 1: USER FLOW

STEP 2: PHASE 1 WIREFRAMES

Phase1.jpg

STEP 3: END-TO-END USER TESTING

End-to-end user testing of the phase 1 Click & Collect is conducted with German and Russian participants. Germany and Russia are the pilot countries for Click & Collect. The goal is to understand if users can checkout with Click & Collect, reserve their products, and pick them up in the store. From reserving to picking up, how clear is this journey to users?  

6 Key Findings:

  • 1. Stock Availability: Users check store availability when their size is not available online.
  • 2. Pick Up Location: Mobile users confuse the plus sign (expand) button as a button to add this store as their pick up location.
  • 3. Finding the Map: Many users expected to see a map when they clicked on the location icon; however, this was not clickable. 
  • 4. Pick Up Time: When it says "Ship to Store," it is unclear to users when they can actually pick up their product.
  • 5. Copy: Some users comment that the German copy seems "Google translated."
  • 6. Store Experience: adidas informs users to print out their reservation confirmation, but users mention not having a printer. However, all users that went to the adidas store had a smooth experience. 

STEP 4: PHASE 2 WIREFRAMES

RESULTS

MOB_DT_CnC.jpg

When reviewing the analytics of the two pilot countries, Germany and Russia, there was a significant increase of orders from the launch year of 2014 to 2015

  • Germany — Compared to the launch month of December 2014, orders increased in the month of December 2015 by 425.68%. 
  • Russia — In Russia, orders increased by 1554.36% in the month of December 2015.

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